In the video — while singing lyrics like "Sex in the air/ I don't care/ I love the smell of it/ Sticks and stones may break my bones/ But chains and whips excite me" — she dances around in latex, poking fun at the ball-gag-wearing media. The clip includes whips, a dog-leashed Perez Hilton and Rihanna being handled by the press.
According to the U.K.'s Daily Mirror, 11 countries have already banned the video from airplay, and BBC 1 Radio won't play the track before 7 p.m. A rep for the radio station said they are considering airplay for the Loud track: "We are waiting for an edited version before deciding whether it will be played in the daytime."
As for rumors that MTV was looking to re-edit the clip, reps for the network told MTV News that the Melina Matsoukas-directed video was approved as is.
The singer herself is responding to the reaction and YouTube's decision to include a parental warning on the video, tweeting, "U can now view the S&M video on Rihannanow.com UNFLAGGED!!!" Also tweeting, "They watched Umbrella ... I was full nude."
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